DAY 1
WEDNESDAY, OCTOBER 22
WEDNESDAY, OCTOBER 22, 12:45 PM
(25-minute oral presentations)
Cheering for Power: The Impact of Social Dominance Orientation on Sport Fan Behavior
Ajay Sukhdial, Oklahoma State University
Kirk Damon Aiken, California State University, Chico
Asish Pamu, Data Scientist, Walmart Home Office
TBA
Examining the Relationship between Social Groupings, Consumer Gate Spending Patterns, and Fan Satisfaction for a Minor League Baseball Team
Gregg Rich, Georgia Southern University
Dylan Williams, University of Alabama
Sabrina Reed, University of Southern Mississippi
An Exploration of Factors Impacting Sport Consumers’ Choice of Ticketing Platforms
Jacob Owsley, University of Louisville
Chris Greenwell, University of Louisville
AI in Sport Marketing: Understanding Students’ Perceptions
Anton Schulz, University of Tennessee
Irina Berry, University of Tennessee
Ilina Arsova, University of Tennessee
Chris Mayer, University of Tennessee
Landon Huffman, University of Tennessee
Jeffrey Graham, Texas A&M University
WEDNESDAY, OCTOBER 22, 1:15 PM
(25-minute oral presentations)
Family Consumer Segments in the Japanese Sport Market
Jason Simmons, University of Cincinnati
Tomo Tokuyama, Osaka University of Health and Sport Sciences
Chris Greenwell, University of Louisville
Nicholas Graves, University of Cincinnati
Like, Follow, Subscribe, and Share: Exploring the Integration of Influencer Marketing Strategies in Professional Sport
Liz Sattler, Illinois State University
Becky Achen University of Kansas
Lamar Reams, Ohio University
Matt Blaska, Indiana State University
Brand Extension in Integrated Clubs: A Case Study of Women’s Soccer in Spain
Bo Yu, University of Minnesota
Ceyda Mumcu, University of New Haven
Hui Du, University of New Haven
Jose Bonal, Universidad Europea de Madrid
Understanding Retro Perceptions of National Basketball Association Primary Logos
Brian Gordon, University of Kansas
Zach Scola, University of Massachusetts-Boston
Ryan Dillard, University of Kansas
Sarah Enamutor, University of Kansas
Executive and Managerial Insights into Developing, Launching, and Operating an Expansion Sport Franchise
Cole Armstrong, San Jose State University
WEDNESDAY, OCTOBER 22, 1:45 PM
(25-minute oral presentations)
Gamified AI Chatbots in Spectator Sport: Examining their Impact on User Gratifications and Behavioral Engagement
Deukmook Bae, Southern Methodist University
Stephen Shapiro, University of South Carolina
Jiayao Qi, Indiana University-Bloomington
Powerplay Revisited: Outlining the Future of Sport Marketing Research
Daniel Ladik, Seton Hall University
Thilo Kunkel, Temple University
Keshav Gupta, University of South Carolina
Danielle McArdle, University of Massachusetts Amherst
An Exploration of Senior Athletic Administrators’ Perceptions of Name, Image, and Likeness through the Lens of Brand Equity
David Lovell, University of Indianapolis
TBA
We Luv that Blue: Branding Strategy, Legal Pushback, and the Case of “Houston Blue” at the University of Houston
Jason Lee, University of North Florida
John Miller, University of North Florida
Elizabeth A. Gregg, University of North Florida
WEDNESDAY, OCTOBER 22, 2:15 PM
(25-minute oral presentations)
TBA
Tailoring Sports Bar Experiences: Developing and Validating a Measurement Scale on Market Demand in Sports Bar Servicescapes
Hannah Huiyuan Bo, Adelphi University
James Zhang, University of Georgia
Music Moves the Urge: A U-Shaped Analysis of Music Tempo and Spectator Alcohol Consumption Under Game Situations
Hyunwoo Yeo, University of Florida
Yonghwan Chang, University of Florida
Supporting the Badge: Exploring Fandom across Men’s and Women’s Sport
Jason Doyle, Griffith University
Research on Development Programs and Oversight for Coaches of Children and Adolescents in Sports
KaiLi Wang, National Taiwan Sport University
—BREAK—
WEDNESDAY, OCTOBER 22, 3:00 PM
(25-minute oral presentations)
Perceptions of Sports Betting Partnerships: From Vice to Value
Jackson Sears, University of North Carolina, Chapel Hill
Beth Cianfrone, Georgia State University
Natalie Bunch, University of Cincinnati
Dual Mechanisms of Social Value in Consumption of Sport Non-Fungible Token Collectibles: Distinctiveness and Belonging as Mediators
Jiajia Fan, University of Michigan
Dae Hee Kwak, University of Michigan
An Econometric Analysis of Co-steamers with Biased Comments Donation: Using the KBO League
Jiho Kim, Indiana University-Bloomington
Antonio Williams, Indiana University-Bloomington
Sensory Inclusive Services: A Machine Learning-Based Scoping Review of an Emerging Trend for Stadium Managers
John Grady, University of South Carolina
James Du, Florida State University
Jeffrey D. James, Florida State University
The NFL is Luxurious!
Joseph Little, Grand Valley State University
Mark Kubik, Grand Valley State University
WEDNESDAY, OCTOBER 22, 3:30 PM
(25-minute oral presentations)
Where is the Culture? Rethinking MABI and the Role of Cultural Representation in MABI Branding
Nicholas Graves, University of Cincinnati
Jason Simmons, University of Cincinnati
Does the Presence of a Naming Rights Partner Impact a Stadium’s Lifetime? Evidence from a Proportional Hazards Model
Jonathan A. Jensen, Texas A&M University
Josh Davila, Texas A&M University
Just an Avenue for Jesus: Religion in Sport Marketing Literature
Juliet Litzau, Pepperdine University
Gregg Bennett, Texas A&M University
Exploring the Black Belt Paradox: Motivations and Attrition in Taekwondo Training
Jungju Ok, Indiana University-Bloomington
Hyunseok Song, Northern State University
Wooyoung William Jang, Indiana University-Bloomington
Kevin Byon, Southern Methodist University
The Effect of ‘Historizing the Present’ Framing on the Sport Fan’s Psychological and Behavioral Responses toward Athlete’s Transfer-In
Junho Kim, University of Florida
Yong Jae Ko, University of Florida
4:00-4:50 PM
—POSTER SESSION 1—
DAY 2
THURSDAY, OCTOBER 23
8:00-8:50 AM
—PEDAGOGY FAIR—
THURSDAY, OCTOBER 23, 9:00 AM
(25-minute oral presentations)
Train Like an Athlete, Play Like a Gamer: How Gameful Experience Shapes Mixed-Reality Sports Engagement
Keshav Gupta, University of South Carolina
Yongjin Hwang, University of South Carolina
Kartik Midha, University of South Carolina
Queuing as a Badge of Honor for Sports Fans
Leah Gillooly, Manchester Metropolitan University
Dominic Medway, Manchester Metropolitan University
More Than a Game: How Fan Identity and Team Loyalty Influence Price Tolerance and Concession Spending Behavior at Sport Events
Lei Ouyang, Marshall University
David Steele, Marshall University
AI in Sport: Examination of the US Open Application
Lisa Rufer, Rider University
Susan O'Sullivan-Gavin, Rider University
TBA
THURSDAY, OCTOBER 23, 9:30 AM
(25-minute oral presentations)
The Parental Advisory: A Holistic Consideration of Minority Parents as Sport Consumers
Brandon Brown, University of Central Florida
Adrien Bouchet, University of Central Florida
Ashley Turner, University of Central Florida
Fan Reactions to NCAA Football Player Transfers on Social Media: The Role of Player Importance and Transfer Direction
Fan Ding, Texas A&M University
Mark Lu Lu, Texas A&M University
Hyun-Woo Lee, Texas A&M University
University Sports Marketing and Student Engagement: A Research-in-Progress Case Study of Atlética da Esag
Mariana Pires, Santa Catarina University State
Daniel Pinheiro, Santa Catarina University State
Generative AI Serves Double Faults in Tennis? Forgiveness and Post-Trust in Technology-Mediated Service Failure
Mingyang Pang, University of Minnesota
Bo Yu, University of Minnesota
Yuhan Zhang, Shanghai Jiao Tong University
How to be Part of the Conversation: College Sport Communicators’ Perceptions of Athletic Departments’ Mental Health Social Media Messaging
Natalie Bunch, University of Cincinnati
Lauren Beasley, Georgia State University
Jackson Sears, University of North Carolina, Chapel Hill
Beth Cianfrone, Georgia State University
THURSDAY, OCTOBER 23, 10:00 AM
(25-minute oral presentations)
Challenges and Opportunities for Latinx Families in US Youth Sport
Melody Alanis, Texas A&M University
Are You Still Old School? Revisiting and Redefining Old School Values 25 Years Later
Kirk Damon Aiken, California State University, Chico
Richard Campbell, California State University, Sonoma
Ajay Sukhdial, Oklahoma State University
Lynn Kahle, University of Oregon
The Local Advantage: Examining the Impact of Local vs. National Beer Partnerships in Sport Sponsorship and Consumer Behavior
Michael Mudrick, York College of Pennsylvania
Melissa Davies, Ohio University
TBA
Smart Bets: How Education Shapes Trust and Behavior in Sports Fans
Brendan Dwyer, Virginia Commonwealth University
Stephen Shapiro, University of South Carolina
—BREAK—
THURSDAY, OCTOBER 23, 10:45 AM
(25-minute oral presentations)
Adverse or Advantageous? Investigating Childhood Sport Experiences and Adolescent Fandom
Bri Newland, University of Colorado, Colorado Springs
Eric Hungenberg, University of Tennessee at Chattanooga
Melissa Davies, Ohio University
Thomas Aicher, University of Colorado, Colorado Springs
Psychological Continuum Model: An Integrative Review of 25 years of Literature
Nathan Merkel, University of Illinois
Yuhei Inoue, University of Illinois
Daniel Funk, Temple University
Crisis Communication in Sport: How Crisis Message Strategy and Identity Shape Game Attendance
Donghyun Kim, Texas A&M University
Junseok Kim, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Bridging the Gap: Understanding Older Adults’ Adoption of mHealth Apps through the Health Belief and Technology Acceptance Models
Doyeon Won, Texas A&M University-Corpus Christi
Weisheng Chiu, Hong Kong Metropolitan University
Euisoo Kim, Western Carolina University
Marketing Game: A Gendered Examination of Promotional Investment in College Basketball
Eric Kramer, Illinois State University
Liz Sattler, Illinois State University
THURSDAY, OCTOBER 23, 11:15 AM
(25-minute oral presentations)
Lambos, Cigarette Boats, and a Pitbull (Stadium), Oh MY! Assessing the Influence of Nostalgia, Retro Marketing, and Popular Culture on Social Media Consumer Engagement in South Florida
Nicholas Smith, Florida International University
Eric Kramer, Illinois State University
Daniel Cornely, Florida Atlantic University
Jason MacBain, Florida International University Athletics
Consumer Prioritization of Revenue Generating Strategies in College Football Programs
Nels Popp, University of North Carolina, Chapel Hill
Chris Greenwell, University of Louisville
Exploring Fans’ Justification for Attending Losing Games
Lydia Yun, University of Florida
Yong Jae Ko, University of Florida
Akira Asada, Kanda University of International Studies
Breaking Up is Hard to Do: A Longitudinal Analysis of Brand Perception Metrics for Sponsors Entering and Exiting Exclusive Sponsorships
Greg Greenhalgh, University of South Florida
Jonathan Jensen, Texas A&M University
Examining the Relationship between Social Groupings, Consumer Gate Spending Patterns, and Fan Satisfaction for a Minor League Baseball Team
Gregg Rich, Georgia Southern University
Dylan Williams, University of Alabama
Sabrina Reed, University of Southern Mississippi
11:45 AM-1:15 PM
—PRESIDENTS LUNCHEON—
1:30-2:40 PM
—RAP SESSIONs—
THURSDAY, OCTOBER 23, 3:00 PM
(25-minute oral presentations)
**MULLIN AWARD PRESENTATION**
TBA
A Game Attendance Investigation of Motivations and Constraints: Comparison of Attendees and Non-Attendees with a Focus on Parenthood Status
K.C. Mayer, Texas A&M University-Corpus Christi
Darcey Powell, Texas A&M University-Corpus Christi
The Effect of Cultural Identity Mindset Framing on the Local Resident’s Perceived Empowerment, Psychological Ownership, and eWOM: A Case of 2024 Paris Olympic Games
Junho Kim, University of Florida
Yong Jae Ko, University of Florida
Ethics, Hedonic, and Symbolic: Triadic Value Processing in Sustainable Sport Memorabilia Consumption
Junseok Kim, Texas A&M University
Donghyun Kim, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Mark Lu, Texas A&M University
TBA
THURSDAY, OCTOBER 23, 3:30 PM
(25-minute oral presentations)
Betting Big: The Influence of Sports Gambling on Fan Identification and Engagement
Melody Alanis, Texas A&M University
Rafael Rocha, Texas A&M University
Jonathan Oliveira, James Madison University
Leveraging Geographical Fit in Sport Sponsorship: A Property-Centric Exploration of Strategic Decision-Making
Oghenevwaire Enamutor, University of Kansas
Brian Gordon, University of Kansas
College Football Premium Seating: An Investigation of Characteristics Associated with Luxury Suites and Club Seats
K.C. Mayer, Texas A&M University-Corpus Christi
Olzhas Taniyev, East Carolina University
Legends Presents Legends Mentoring Session (55-minute session)
Bill Sutton, University of South Carolina
Dave Stotlar, University of Northern Colorado
*SYMPOSIUM* (55-minute session)
AI-Human Collaboration in Sport Marketing Research: Harnessing Practical AI Tools and Applications
Yizhou Qian, Louisiana State University
Shuoyu Chen, University of Georgia
Ruichen Yang, Beijing Sport University
Weizhe Li, Louisiana State University
THURSDAY, OCTOBER 23, 4:00 PM
(25-minute oral presentations)
TBA
The Impact of Unexpected Team Success on Basking in Reflected Glory (BIRG) Among College Students: A Case Study of Indiana University-Bloomington
Po-Han Chen, Indiana University-Bloomington
Antonio Williams, Indiana University-Bloomington
Unpacking Consumer Motivation in Wearable Technology: A Topic Modeling Analysis Using Artificial Intelligence
Niveditha Karthikeyan, Florida State University
Susmit Gulavani, University of South Carolina
James Du, Florida State University
Jeffrey D. James, Florida State University
Legends Presents Legends Mentoring Session (continued)
Bill Sutton, University of South Carolina
Dave Stotlar, University of Northern Colorado
*SYMPOSIUM* (continued)
AI-Human Collaboration in Sport Marketing Research: Harnessing Practical AI Tools and Applications
Yizhou Qian, Louisiana State University
Shuoyu Chen, University of Georgia
Ruichen Yang, Beijing Sport University
Weizhe Li, Louisiana State University
THURSDAY, OCTOBER 23, 4:30 PM
(25-MINUTE ORAL PRESENTATIONS)
The Impact of Promotional Strategy on Sense of Belonging and Intention to Attend University Matches Among International Students
Saydah Alatwah, University of Northern Colorado
Koo Yul Kim, University of Northern Colorado
Artificial Intelligence in Sport Management: A Systematic Review
Tyrell Kemardo, Temple University
Khalid Ballouli, University of South Carolina
Keshav Gupta, University of South Carolina
Examining the Impact of Empowerment Message Frame on Consumers’ Authenticity Perception and Support Behavior in Sport Sponsorship
Ye Lei, University of Florida
Yong Jae Ko, University of Florida
Daniel Connaughton, University of Florida
Exploring Sport Marketers’ Psychological and Behavioral Responses toward Generative AI
Shu-Hao Chang, University of Florida
Yong Jae Ko, University of Florida
Assessing the Impact of Consumer Ethnocentrism on Attitudinal Sponsorship Outcomes in a Cross-National Setting
Terry Eddy, University of Windsor
Leah Gillooly, Manchester Metropolitan University
Zachary Evans, Ball State University
4:30-5:30 PM
—SMQ BOARD MEETING—
DAY 3
FRIDAY, OCTOBER 24
8:15-9:05 AM
—POSTER SESSION 2—
Friday, OCTOBER 24, 9:15 AM
(25-minute oral presentations)
From Image to Impact: Scoping Review of Sportswashing and Greenwashing in Sport
Rafael Rocha, Texas A&M University
Brian Mccullough, University of Michigan
Sponsorship in Niche Sports: How the Profile of Sponsored Sports Influences Consumers’ Perceived Brand Warmth
Ritsuki Omatsu, Miami University
Keita Kinoshita, Nanyang Technological University
Unlocking NIL Potential: The Role of Hierarchical Interconnectors for Low-Followership Student-Athletes
Weizhe Li, Louisiana State University
Yizhou Qian, Louisiana State University
Colin Bisbee, Louisiana State University
An Examination of Re-engaging after Gambling Losses: A Cognitive Dissonance Approach
Deukmook Bae, Southern Methodist University
Stephen Shapiro, University of South Carolina
Measuring Marathon Impact on Local Physical Activity and Brand Engagement in Urban and Rural Settings Using Strava Metro Data
Shirin Mollah, Loyola Marymount University
Friday, OCTOBER 24, 9:45 AM
(25-minute oral presentations)
When Fans Take the Stand: A Theoretical Framework of Consumer Motivations and Political Ideology in Cancel Culture
Yeo Jung Seo, University of Michigan
Dae Hee Kwak, University of Michigan
The Impact of a New Cheerleader Member on Social Media Discussions: A Text Mining Study of Taiwan’s Fubon Guardians and Lee Ju-Eun's Arrival
Yu Chien Chang, Indiana University-Bloomington
Antonio Williams, Indiana University-Bloomington
The Right Message for Sports Fans: Examining the Effectiveness of the NFL’s Responsible Sports Betting PSAs
Brandon Mastromartino, San Diego State University
Michael Naraine, Brock University
Face Value: Facial Appearance of Athletes and Consumer Evaluations
Sam Chen, University of Georgia
James Zhang, University of Georgia
Draft Cancellation and Athlete Brand Image: A Preliminary Examination of Organizational Rhetoric Signaling in the NWSL
Xuanzi Zhang, Florida State University
James Du, Florida State University
Jeffrey James, Florida State University
Friday, OCTOBER 24, 10:15 AM
(25-minute oral presentations)
Adoption and Influence of Utilizing AI in NCAA Athletic Departments' Sponsorship Sales Staff
Zachary Evans, Ball State University
Ali Mondt, Utah State University
Mark Lyberger, Kent State University
Terry Eddy, University of Windsor
Awareness and Perceptions of Secondary Marks: The Role of Different Logos in Collegiate Athletic Department Branding
Zack Pedersen, West Virginia University
Jason Lee, University of North Florida
Sports Fandom and Betting: A Scoping Review of Marketing Considerations
Kieryn Carlse, Brock University
Michael Naraine, Brock University
Brandon Mastromartino, San Diego State University
Henry Wear, University of Georgia
Friday, OCTOBER 24, 10:45 AM
(25-minute oral presentations)
*PANEL PRESENTATION* (55-minute session)
Breaking into Sport Marketing: Insights on Employability and Career Readiness
Ceyda Mumcu, University of New Haven
Margaret Keiper, University of Montana
Gazi Duman, University of New Haven
Brian Davison, Sports Business Ventures
Jake Hirshman, Arizona Diomandbacks
FRIDAY, NOVEMBER 8, 11:15 AM
(25-minute oral presentations)
*PANEL PRESENTATION* (continued)
Breaking into Sport Marketing: Insights on Employability and Career Readiness
Ceyda Mumcu, University of New Haven
Margaret Keiper, University of Montana
Gazi Duman, University of New Haven
Brian Davison, Sports Business Ventures
Jake Hirshman, Arizona Diomandbacks